Page 210 - A Handbook Genre Studies in Mass Media

– – – 8 – – –

Industry Perspective

Overview

An industry approach to genre analysis focuses on the commercial con-
siderations that go into the conceptualization, planning, scheduling, and
presentation of genric programming. The ownership patterns of the media
play a significant role in the production and distribution of the content
conveyed through the channels of mass communication. In Western
countries such as the United States, newspapers, magazines, radio sta-
tions, film studios, and television stations are privately owned—either
by individuals or, increasingly, by large, multinational corporations.
Under this market-driven system, the primary purpose, or function, is
to generate the maximum possible profit.
In the United States most of the media programming is owned or con-
trolled by nine multinational media conglomerates: AOL Time Warner,
Disney, Vivendi, Viacom, Sony, the News Corporation, AT&T Broad-
band, General Electric, and Bertelsmann. These multinational media
conglomerates rely upon popular genres to generate cash flow for the
parent company. For instance, in 2004, the success of the reality show
American Idol lead to a fourth-quarter surge by News Corporation, the
parent of Fox Television. The company’s fiscal fourth-quarter profit rose
by 7.8 percent, boosted by stronger advertising sales at its TV networks
and stations. Overall, operating profit for the quarter jumped 31 percent,
to $747 million. 1
In the face of competing media, which, in addition to the traditional
media (print, photography, film, radio, and television), now include
Internet blogs, podcasts, and cellphone transmissions, the pressures to
attract and maintain an audience are fierce. Indeed, the very survival of a
media outlet may depend upon the fortunes of a popular genre. Journalist
Alex Kuczyanski provides the following example:

195